Google Chrome to start blocking intrusive ads February 15
- Author: Israel Montgomery Dec 20, 2017,
Dec 20, 2017, 1:13
But if you were wondering why Google's shipping a native ad blocker in Chrome, you're not the only one. That means avoiding popups, prestitial ads with countdown timers, auto-playing videos with sound, and large ads that stick to the screen as you scroll. But now we know exactly when: February 15, 2018 (via VentureBeat) is the go-live date provided by the company for introduction of its built-in enforcement of the standards established by the Coalition for Better Ads, of which it is a member. Chrome 64 is now scheduled to arrive on January 23 and Chrome 65 is slated to launch on March 6, suggesting Google will be turning on its browser's ad-blocker remotely, and possibly gradually for select users.
The standards were proposed by the Coalition for Better Ads, an industry group that includes technology and media companies.
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The Ad Experience Report is a tool that provides screenshots and videos of annoying ad experiences to help sites find and fix issues.
The new Chrome ad blocker will be based on standards established by the Coalition for Better Ads (CFBA), and will be the default service for all Chrome browser users. Come February 15, if your website has been flagged with a "failing" status in Google's Ad Experience Report for more than 30 days, they'll remove all ads from it. This is also where alleged violations can be appealed by website owners.
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Google's decision to join the Coalition for Better Ads earlier this year signaled that big changes were coming in the world of online advertising. Unfortunately, as mentioned earlier, blocking all ads can take a significant toll on the creators of the content, as well as web developers, journalists, and videographers, who rely on ads to continue creating content. Despite the fact that Google makes the vast majority of its revenue from ads, the company sees its selective ad blocker as the natural evolution of pop-up blockers.
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